Facebook Messenger Creates Opportunities for Conversational Commerce - eMarketer
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eMarketer Interview

Facebook Messenger Creates Opportunities for Conversational Commerce

Preview from eMarketer PRO

An interview with

Brandon Chu

Senior Product Manager, Shopify

Topics:

Interview summary

Consumers aren’t used to thinking about Facebook Messenger as a way to interact with brands, but having a direct communication route between merchants and shoppers could improve critical engagements, such as placing an online order. Brandon Chu, senior product manager at ecommerce platform provider Shopify, spoke to eMarketer’s Maria Minsker about how both consumers and companies can benefit from brands’ presence on Messenger.

Interview

eMarketer: In what ways does Shopify blend commerce and customer service through Facebook Messenger?

Chu: Our approach is conversational commerce. When consumers want to buy something online, they don’t go into Messenger and search. Rather, they search through more traditional routes like Google. That’s why one of the first things we wanted to do is get people [comfortable with the idea of having] conversations with brands.